it's a representation of the strange feeling one gets where you know you are doing something wrong to yourself but you keep doing it. Like smokers understand what they are doing is cancerous and life threatening, but they reason with themselves and resolve the dissonance with such things like "well I don't want to live till I'm old anyway"

It's an interesting thought and it definitely hurts my head. The twisting and turning shapes are continuous, confusing, and may reflect the mental gymnastics we go through.